TikTok Launches Travel Ads to Turn Inspiration Into Bookings

TikTok is rolling out "Travel Ads powered by Smart+," an AI-driven advertising suite designed to turn its massive, travel-focused audience from casual viewers into direct bookers, taking aim at the travel advertising market dominated by Google and Meta.

• From feed to flight: The new catalog-based system lets travel and hospitality brands serve up personalized ads for hotels and flights by using TikTok’s AI to target users who show travel intent. The system automates campaign tasks from creative generation to audience matching through several formats, including interactive carousels and shoppable videos.

• Converting the scroll: The launch is TikTok's bet on monetizing its influence in the travel space. The company claims two-thirds of its users call the app their top source for travel inspiration and are more than two-and-a-half times more likely to book a trip after searching on the platform.

• Closing the loop: With the new ad suite, TikTok is moving to transform its platform from a discovery tool into a full-fledged booking engine. The move follows the company’s recent partnership with Booking.com, creating a direct on-ramp from viral travel clips to ticket purchases.

By integrating booking capabilities directly into its famously addictive feed, TikTok is shortening the path from discovery to purchase, aiming to capture revenue that has historically flowed to traditional search engines and online travel agencies.

As part of the launch, TikTok also released its official playbook for the travel industry. Meanwhile, for a look at the market TikTok is entering, another publication offers a comprehensive rundown of who the established players are in the travel agency world.